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The Role of Green Marketing in Energy Conservation in the Domestic Sector

Author

Listed:
  • Pranjjal Shukla

    (Symbiosis Institute of International Business, Symbiosis International (Deemed University), Pune, India.)

  • Dipen Paul

    (Symbiosis Institute of International Business, Symbiosis International (Deemed University), Pune, India.)

  • Sushant Malik

    (Symbiosis Institute of International Business, Symbiosis International (Deemed University), Pune, India.)

  • Dharmesh K. Mishra

    (Symbiosis Institute of International Business, Symbiosis International (Deemed University), Pune, India.)

Abstract

India now ranks 3rd after China and USA in the Primary Energy consumption. One of the sectors which have shown a sharp increase in the domestic sector. Keeping in mind the impacts on the environment and associated expenses, reduction in energy consumption in this sector is an important domain of research. The paper aims to analyse the role of Green Marketing and its tools in affecting the Energy-saving and Green Product Buying behaviour in the Domestic Sector. The factors considered for the analysis seem to have strong correlation hence Descriptive Statistics doesn t give a clear picture. Therefore a more advanced market research tool such as factor analysis helps in understanding the factor loadings. At the same time, an effort made is to understand whether price or Environmental Concern plays a pivotal role in buying an Energy-efficient appliance. The research proves the significance of Green marketing in influencing the buying Behaviour and Energy-saving behaviour as Respondents claim they are highly influenced by Green Packaging and Environmental Beliefs. It can also be noted that although advertising plays a good role in spreading awareness amongst respondents, it is not a significant factor to change their perception regarding the purchase of Green products. Recommendations are made to augment the extent of exploration in the study of Green marketing and its role in energy-saving behaviour.

Suggested Citation

  • Pranjjal Shukla & Dipen Paul & Sushant Malik & Dharmesh K. Mishra, 2021. "The Role of Green Marketing in Energy Conservation in the Domestic Sector," International Journal of Energy Economics and Policy, Econjournals, vol. 11(1), pages 263-269.
    • Handle: RePEc:eco:journ2:2021-01-33
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    References listed on IDEAS

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    1. Bhattacharya, Mita & Paramati, Sudharshan Reddy & Ozturk, Ilhan & Bhattacharya, Sankar, 2016. "The effect of renewable energy consumption on economic growth: Evidence from top 38 countries," Applied Energy, Elsevier, vol. 162(C), pages 733-741.
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    Cited by:

    1. Alettin Irmak & Nurlan Kurmanov & Onaikhan Zhadigerova & Zukhra Turdiyeva & Aigul Bakirbekova & Gaukhar Saimagambetova & Assilbek Baidakov & Aigul Mukhamejanova & Madina Tolysbayeva & Sagyngali Seitzh, 2023. "Shaping Energy-Saving Behavior in Education System: A Systematic Review," International Journal of Energy Economics and Policy, Econjournals, vol. 13(4), pages 46-60, July.
    2. Bao Ngoc Le & Nguyet Nguyen, 2024. "The Impact of Perceived Value on Consumers’ Positive Word-of-mouth Intention Toward Energy-efficient Appliances," International Journal of Energy Economics and Policy, Econjournals, vol. 14(2), pages 383-393, March.

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    More about this item

    Keywords

    Consumer Behaviour; Environmental Belief; Energy Saving; Green Marketing;
    All these keywords.

    JEL classification:

    • G2 - Financial Economics - - Financial Institutions and Services
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • O4 - Economic Development, Innovation, Technological Change, and Growth - - Economic Growth and Aggregate Productivity

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